This past May 18th, the Phoenix Chapter of the American Marketing Association held it’s 4th Annual Spectrum Awards at the Valley Ho. It turned out to be an incredible event – with the main event being held in the hotel’s main ballroom, and the AMA’s silent auction held outside in front of the ballroom. From what I’ve been able to find out, this years event not only had record attendence, but many great companies (big and small) were honored with awards for their exceptional marketing efforts.

Yes, cities such as Los Angeles, New York, Chicago, San Francisco – have great companies and great agencies that produce some of the best marketing out there – but let’s not forget that Phoenix can produce – or out produce – with the best of them! Whether your a large company with a huge budget (like SRP) – or a small firm (like Shonna James Communications) – in this city, it’s about doing the best work possible – and the “best of the best” were seen at this past years Spectrum Awards.

The Design Foundry entered for the Brand Idendity category, with the work we did for ProVision Communications. And…we were a top 3 finalist!

To be honest – I know a bit about the event, having been on the planning committee for it with AMA Phoenix – a great team put on a great event. But, the point is – no matter how good a job we might have done arranging the event – the true stars were those companies that sumbitted and won!

AMA Phoenix – 4th Annual Spectrum Awards

This past May 18th, the Phoenix Chapter of the American Marketing Association held it’s 4th Annual Spectrum Awards at the Valley Ho. It turned out to be an incredible event – with the main event being held in the hotel’s main ballroom, and the AMA’s silent auction held outside in front of the ballroom. From what I’ve been able to find out, this years event not only had record attendence, but many great companies (big and small) were honored with awards for their exceptional marketing efforts.

Yes, cities such as Los Angeles, New York, Chicago, San Francisco – have great companies and great agencies that produce some of the best marketing out there – but let’s not forget that Phoenix can produce – or out produce – with the best of them! Whether your a large company with a huge budget (like SRP) – or a small firm (like Shonna James Communications) – in this city, it’s about doing the best work possible – and the “best of the best” were seen at this past years Spectrum Awards.

The Design Foundry entered for the Brand Idendity category, with the work we did for ProVision Communications. And…we were a top 3 finalist!

To be honest – I know a bit about the event, having been on the planning committee for it with AMA Phoenix – a great team put on a great event. But, the point is – no matter how good a job we might have done arranging the event – the true stars were those companies that sumbitted and won!

Newest Painting availble via Giclee

West Maui Sunset – Oil
Original Size: 24″ x 36″

Pricing dependent on size

For ordering information – contact:
dfish@thedesignfoundry.com

I hate to say this…but there are reasons why professional designers exist. And why the field of “experiential marketing” is growing. It amazes me what some people think constitutes a “good logo”. Of course – when it comes to “art” – it also amazes me what some people think is “good” and “bad”. When it comes to art – that’s not a bad thing. It would be very difficult to survive as an artist if what was considered “good” was so narrow, that it forced every artist to create the same works – art should have variety!

When it comes to design – whether it’s a logo, package design – basically anything related to a company / product / service brand, the “art rules” don’t necessarily apply. Good design can have a positive impact on sales – and profit. Bad design – can have a negative impact. And…it takes much more work to overcome the negative than it takes to build a positive perspective of your brand right out of the box.

Apple is a perfect example. The “Apple” logo – very clean. Readily identifiable. The logo is simple – which subliminally reinforces the ease of use of their products, including their operating system, their laptops, their iPods…which builds an emotional connection between the customer and the company. Proof of this – look at how loyal Mac users are. Look at how well iPods have been accepted into the marketplace in such a short time, and how it’s created a cottage industry around that one, small product.

Yet…think of the logos of every local Chinese restaurant you drive by. Think about it for a second. Can you remember the name of that little chinese place on the corner? Difficult…isn’t it. No impact. Yet…P.F. Changs – great branding. Great logo. Typeface sticks in your head. Their raw cost for foodservice products – isn’t that much more than that local chinese place. Yet – their branding, elevates the perception of their restaurants. It creates an experience. An experience that builds loyalty. The loyalty – allows them to charge a higher price – which equates to higher profit.

And…it all starts with the logo. Your logo is the first “face” your customers see. So…yes, everybody thinks they can design a logo. But…not everyone can design the right “face” for your company. It may be cheaper to do it yourself….but in the long run – it may cost you far more than you save. Don’t be afraid to higher a professional service or designer to develop your brand identity, including your logo. In the long run – it’s an investment that will pay off!

This month’s speaker is Rod Lenniger, the COO from iCrossing. Should be an interesting topic – “Advertising – Traditional vs. Internet”. With the Internet having the ability to connect any company to any customer, and search engines are the media used to facilitate that, then we can truly say that now, the customer is in control. This month’s topic is significant – as marketers, showing ROI for your ad campaigns…well, don’t do that – and you don’t have a job anymore. We run the risk of pouring money into advertising vehicles that are becoming “loosing propositions” – rather than “profit centers”. So…time to learn – again – how to “be in the right place at the right time”!

AMA Monthly Professional Development Luncheon
Wednesday, March 22nd
Phoenix Country Club
11:30a – 1:00p

For more information, visit amaphoenix.org